TV Programmers ‘Leaning In’ To Data-Driven TV: Nielsen’s Abcarian

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]

 

Three Steps To The Converged Ad Agency: Amobee’s Smolin

The technology is in place, now ad agencies need to use it to better approach the opportunities afforded by advanced TV ad targeting. Fortunately, many ad agencies are now putting together the pieces involving audience data sets and software tools, according to Philip Smolin. “We’re seeing a number of agencies that are on the leading […]

 

Giving Local TV Digital Super-Powers: Comcast Spotlight’s Condon

Local TV may be commonly thought of as that linear channel from which advertisers are retreating to digital – but Brendaon Condon says it doesn’t have to be that way. The chief revenue officer at Comcast Spotlight, Comcast Cable’s ad sales unit, says he can help bring ad spend back to local cable – by […]

 

WideOrbit’s Zinsmeister Greets ‘Nervous’ Industry With Buy-Side Automation

It is the company that has long offered the infrastructure for local TV networks’ ad management around the US. Now WideOrbit wants to service ad buyers, too. The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads. “It really is the infrastructure of the […]

 

Putting “Attention” Back In The Driving Seat: Joe Marchese on His New Moves

The idea of “the attention economy” is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad […]

 

Attribution Bringing Ad Spend Back To Local TV: TVSquared’s Kinsella

Local TV ad sales execs, in recent years, have come under pressure from online channels that can prove their worth and from national TV that can deliver mass-reach campaigns. But the emergence of digital attribution technologies plugged in to local TV ad sales now promises to bring ad spending back to local TV operators. That […]

 

Swartz’s Four Takeaways From Beet Retreat In The City

After 11 sessions, audience debate and a reception at the new headquarters of GroupM Worldwide at f the World Trade Center, what did it all boil down to? On August 7, Beet.TV convened executives from advertising, media and technology companies for Beet Retreat in the City, “We’re Going Local!”, an afternoon of hashing-out how new […]

 

Beyond Cars, Comcast’s Instant Impact Goes Large: Brendan Condon

What happens on the road can also go off-road. That is what Comcast Cable’s Spotlight ad sales division is thinking about one of the software suites it launched to power new-wave TV ads. The group’s Instant Impact is an analytics platform that shows the impact on web traffic from airing an ad on Comcast, within 30 […]

 

As Viewers Turn Off, TV Targeting Can Boost Ad Sales: Janus’ Shimmel

How do you generate more revenue when one of your main customer groups is turning away in droves? Offer something wonderful to your other key customer group. As US TV viewership declines, more companies are coming to think of the new capability of advanced viewer targeting as a way to ratchet up advertiser value from those […]

 

Going Deep at the #BeetRetreat 8.7: Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

 

Local Cable Operators Can Excel At Addressable: EY’s Balis

TV platforms have been gaining super-powers which allow them to help advertisers precision-target individual households and control their ad frequency. Until now, it has been mostly the large national networks and OTT platforms benefitting from the new tools. But local players don’t have to be left out. In this video interview with Beet.TV, Janet Balis, […]

 

Next Week at the #BeetRetreat: How Addressable Will Scale In 2019: MODI Media’s Cestaro

eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline. If the new technology is going to help restore growth to TV ad revenue, it is […]

 

Next Week at the #BeetRetreat: NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 

Granular TV Attribution Boosts Local Ad Spending: TVSquared’s Kinsella

Local cable operators are able to turn around declining TV ad spending when they add technology which demonstrates how TV ads drive outcomes like website visits. That is according to one executive who is seeing advertisers double their TV ad spending as a result. “For as long as we started this company, people have been […]

 

At the #BeetRetreat: Addressable is for Linear TV, Too: Amobee’s Schleider

Internet-connected television devices are giving marketers the ability to precision-target ads to individual households. But the “addressable” TV advertising opportunity doesn’t have to start and end simply with an all-targeting approach to a TV campaign. Some marketers are using the new-wave of addressability features to support an old-fashioned linear TV ad campaign, too. That is […]

 
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